Applying Exploratory Factor Analysis (EFA) in Analyzing Factors Affecting the Intention to Choose Traditional Markets for Buying Fresh Food: A Case Study in Southern Central Coastal Region, Vietnam

Research results have shown that convenience, product quality, product selling price, consumer buying habits, and traditional market management are factors that strongly influence the choice that traditional markets are the place to buy fresh food in the Southern Central Coast of Vietnam. Thereby, the author has proposed some suggestions to help suppliers to be able to attract more consumers to buy fresh food at traditional markets.